Anheuser-Busch Companies, Inc.: Whassup?! campaign
Mark LaneOVERVIEW
In December 1999 Anheuser-Busch Companies, Inc., had the two best-selling beers in the United States and more than double the market share of any competitor. Despite a decade-long decline in sales, Budweiser, the company's flagship brew, remained the country's most popular alcoholic beverage, although, thanks largely to the growing consumer preference for reduced-calorie beer, Bud Light was poised to overtake the "King ofThe idea behind the "Whassup?!" commercials, developed for Anheuser-Busch by DDB Worldwide Chicago, was simple. In the initial spot, called "Whassup True," four male friends, speaking over...